Argentinian, Brazilian, and Mexican travellers are increasingly incorporating tours, activities, and attractions into their itineraries, according to a new report by Arival and Phocuswright, in partnership with Civitatis. The LATAM Experiences Traveller report, based on a survey of 1,200 leisure travellers, highlights that 96% of these travellers visited at least one attraction on their last trip, with 87% taking a tour and 77% participating in an activity.
Family travel is a significant factor, with 45% of LATAM travellers taking trips with children, compared to 34% in the US and 33% in Europe. Extended family travel is also more common in Latin America, with 19% of travellers doing so, compared to 10% in Europe. Solo travel is less prevalent, with only 9% of LATAM travellers opting for it, compared to 19% in the US and 15% in Europe.
The report also reveals that younger LATAM travellers, aged 18-34, are spending more on experiences than any other age group, yet they prefer sightseeing tours and cultural landmarks over niche experiences. Relaxation and family time are the primary motivations for 50% of respondents, whilst authenticity and personal growth are less significant.
Booking patterns show Brazilian travellers book the most experiences, whilst Mexican travellers spend the most per experience, averaging $116 (US Dollars). Argentinian travellers are more price-sensitive, spending about 60% less. Despite rising costs, travel demand remains strong, with 23% of Argentinians, 29% of Mexicans, and 26% of Brazilians planning more trips next year.
Bruce Rosard, co-founder of Arival, noted, “LATAM’s tours and activities market is not following the same script as North America or Europe.” AI is increasingly used in trip planning, with 70% of LATAM travellers utilising it for research and inspiration, though trust remains with friends, family, and traveller reviews.
Andrés Spitzer, CEO of Civitatis, emphasised the importance of trust, saying, “Curation, verified reviews, and a recognised reputation are what turn browsing into booking.”
This story was selected and published by a human editor, with content adapted from original press material using AI tools and checked by the editor before publication. Spot an error? Report it here.
